Profero opens media planning arm

Profero, the full service digital agency, is launching a dedicated planning and buying division, Profero Performance, as it looks to underline its capabilities in the discipline.

Although Profero has always handled media planning and buying, and will continue to do so, the launch of Profero Performance is designed to reinforce its position.

Performance will offer an integrated approach to digital customer acquisition, operating across search engine marketing, display media, affiliates, e-mail and SMS, with local specialists working as one team out of the agency’s European and Asian offices.

In the UK, Profero Performance will be headed by Ross Jenkins, previously head of media at Profero London. The UK division has already signed up several high-profile clients, including AstraZeneca, Butlins and Esure, as well as several international Profero clients.

Jenkins says that Profero has over ten years’ experience of direct response planning across digital media, but that demand has increased. He adds/ “Recently we have seen a huge increase in demand, both locally and globally, for a data-driven direct response offering, hence the launch of Profero Performance.

“Clients want an agency that is capable of planning across digital acquisition channels and integrating pay-per-click search, search optimisation, affiliates and media planning and buying into a sum greater than their parts.

“We want to take digital customer acquisition to the next level, whether by incorporating consumer planning into every brief or more tangible means, such as training all our search marketing specialists in copywriting.”

Profero worked on this year’s controversial “Information revolution” campaign for Ask.com, together with Fallon, which has been lauded as a success, having attracted almost 1 million unique users.

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